John Doe

Core disciplines: Branded content, Digital, Public relations (PR)


Creating Issue 2 of BABY-G’s annual Pretty Tough zine



Building on the success of Issue 1, John Doe were briefed to create Issue 2 of BABY-G’s annual Pretty Tough zine that would engage and shine the spotlight on brand new female creatives for 2016.

Build equity in the Pretty Tough Girl identity.

Launch the zine by creating and delivering an influencer led event with guests that embody the #PrettyToughGirls ethos by creating an on brand experience that creates a social ‘bang’ moment on a £5k budget


We partnered with two of last year’s Pretty Tough Girls, BABYFACE, to produce this year’s zine.
We engaged with a wide mix of female creative influencers who are outstanding in their field and who speak to on brand, relevant social audiences, to feature in the zine –  spanning from Fashion Designers (Charlotte Simone) to Radio DJ’s (Maya Jama) to Fitness Influencers (AJ Odudu). This makes the zine an aspirational platform for them to shout about the amazing things they do in giving it credibility and building equity in the Pretty Tough Girl ethos to those featured and to consumers reading it.

We launched the zine with an exhibition in the Truman Brewery where guests included London’s coolest female influencers as well as all the Pretty Tough Girls profiled in the zine. Set design and social touchpoints throughout ensured and encouraged  social posting throughout the evening culminating in that big social ‘bang’ moment


The zine imagery allowed us to secure exclusives with key titles in the lead up to the launch.
The event delivered 106 mainstream and trend media titles including Grazia, Glamour, Hypebae, Refinery29 and as well as over 60 key social influencers and talent. With a social engagement reaching over half a million in the 3 hour duration of the event and over 100 social posts throughout the evening using the correct hashtag and handle
Secured a BABYFACE social take over with key title The Debrief allowing BTS access to the Debrief audience




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